The concept purchase intent for ―Pizza Only‖ according to the BASES II research study is 15%for ―definitely would buy‖ and 43% for ―probably would buy‖ [Exhibit 21]. Similarly to the above presented calculation, the

adjusted trial
using the industry rule of thumb is 24.9%. After theenvironmental and marketing plan adjustment phase the trial rate equals to 5.34%, so it is less than the case of ―Pizza with Toppings‖
concept. The concept test indicated average purchase amounts of 1.1 for ―Pizza O
nly
‖. T
hus the
trial volume
of this concept is 5.61 million units. Therefore the
repeat volumeis 5.61*22% (repeat rate)*2 (repeat purchase occasion)*1 (average repeat transactionamount) = 2.4684 million units, which is significantly lower than the repeat volume of the ―Toppingconcept‖. [Table D, Exhibit 9]

II./3. Demand Estimation in case of Separating Users and Non-Users In my opinion the above presented calculations are not completely accurate, because responseswere differed
among consumers who had
used
a previous Contadina product from those who were
non-users
. Therefore I present a calculation which
differentiates the users and the non-usersof Contadina products.Contadina use share at the time of the pizza introduction was estimated at 25%. Therefore22.92 million users and 72.58 million non-users are on the nationwide market. For the...

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